The Qatar Olympic committee and The Look Company have signed a strategic partnership under which material used for the branding of sports and other events will be recycled to produce colourful products such as schoolbags, laptop bags and caps.The products will be sold at affordable prices under the brand name MOGwear, MOG standing for Memories of the Games.The agreement was signed between QOC secretary general Sheikh Saoud bin Abdulrahman al-Thani and The Look Company CEO Ed Burke.“As a member of the Sport and Environment Committee of the International Olympic Committee, I will urge the IOC to take this concept to the rest of the world,” Sheikh Saoud said.Every year The Look Company does the branding for dozens of events held in Qatar, but once they are done and dusted the material (mostly textiles) had to be thrown away. But not any more.“From now onwards every piece of branding material will be recycled to produce a whole range of products that can be used by everyone,” said Burke.“Almost all material we use for branding is textiles because we have down away with PVC. The partnership with the QOC will benefit the environment. It is like giving a second life to our brands.”The term of the agreement is 10 years.